Standing Room Only : Marketing Insights for Engaging Performing Arts Audiences / / by J. Bernstein

• Autore: Bernstein J
• Pubblicazione: New York : , : Palgrave Macmillan US : , : Imprint : Palgrave Macmillan, , 2014
• Edizione: 2nd ed. 2014.
• Descrizione fisica: 1 online resource (421 p.)
• Disciplina: 791.06/98
• Soggetto topico: Marketing; Performing arts; Theater; Engineering; Life sciences; Social sciences; Humanities; Science; Theatre and Performance Arts; Technology and Engineering; Life Sciences; Humanities and Social Sciences; Physical Sciences
• Classificazione: PER014000BUS043000BUS043040
• Altri autori: KotlerPhilip
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Cover; Title; Copyright; Dedication; Contents; List of Tables and Exhibits; Foreword; Introduction; Chapter 1 The Performing Arts:; Chapter 2 The Evolution and Principles of Marketing; Chapter 3 Understanding the Performing Arts Market:; Chapter 4 Exploring Characteristics of Current and Potential Performing Arts Attenders; Chapter 5 Planning Strategy and Applying the Strategic Marketing Process; Chapter 6 Identifying Market Segments, Selecting Target Markets, and Positioning the Offer; Chapter 7 Conducting and Using Marketing Research ; Chapter 8 Using Strategic Marketing to Define and Analyze the Product OfferingChapter 9 Managing Location, Capacity, and Ticketing Systems; Chapter 10 Focusing on Value and Optimizing Revenue through Pricing Strategies; Chapter 11 Identifying and Capitalizing on Brand Identity; Chapter 12 Formulating Communications Strategies; Chapter 13 Delivering the Message:; Chapter 14 Harnessing and Leveraging the Power of Digital Marketing Methods; Chapter 15 Building Audience Frequency and Loyalty; Chapter 16 Focusing on the Customer Experience and Delivering Great Customer Service ; Chapter 17 Audiences for Now Audiences for the Future; Notes; Index
• Sommario/riassunto: Standing Room Only combines practical advice for creating a strategic marketing program and maintaining a successful performing arts organization. This revised edition lays out a framework to navigate the digital age, from online ticketing options, to marketing options in social, and mobile media.
• Titolo autorizzato: Standing Room Only
• ISBN: 9781137375698; 1137375698
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9911035156003321
• Lo trovi qui: Univ. Federico II